June 13, 2002
Dear Reader,
Do you like kids? I'm a new Aunt and
I adore kids, so the viral marketing experiment I talk about in this
issue really won my heart. Also winning me over--the new survey by e-Dialog. Much too
much good info to go over here, but something you'll refer to again
and again. A few other 'finds' here as well--read on, and if you
have a minute when you're done drop me an e-mail and let me know
what was most helpful (mailto:publisher@jenningsreport.com)
Table of Contents
1.
Ubiquitous Ads Devalue
All Messages New York Times
2. Email Metrics:
Measuring ROI is all about
following the right numbers
BtoB
3. Viral Marketing:
Elementary School Class
Launches Campaign GotMarketing
4. Cost-Effective E-marketing:
Tips from the
Experts Direct Marketing
Association
5. Stat Heaven:
2002 Email Marketing
Benchmarking Study e-Dialog
Content
1.
Ubiquitous Ads Devalue All Messages
Daniel Akst, 'To The Contrary,' New York
Times, June 2, 2002
An economic argument for opt-in e-mail,
concluding with a call for e-mail regulations similar to those
imposed on junk fax years ago. A great article to add to your
arsenal if you're fighting for opt-in e-mail in your organization.
2. Email Metrics:
Measuring ROI is all about following the right numbers
Karen J. Bannan, BtoB, June 10, 2002
Are you getting response rates in the 3% to 15% range? According to
this article, that's what you should shoot for in your e-mail
marketing campaigns. A number of industry folks are quoted in this
common sense article about metrics in e-mail marketing. Worth a
read.
3. Viral Marketing:
Elementary School Class Launches Campaign
Splash Newsletter, GotMarketing, June 6,
2002
I'm a sucker for cute and this is cute. Got Marketing is sponsoring
a viral marketing experiment with an elementary class--they are
attempting to measure 'Viralocity' by asking those who receive it to
(a) reply to it and tell the class where they are geographically,
and (b) forward it to friends and ask them to do the same. The class
is also measuring open and click-through rates. GotMarketing is
documenting the experiment in their e-mail newsletter called
'Splash,' and will be sharing the results. There's also a map you
can check out to see where the e-mail responses have come from.
GotMarketing vows that the e-mail addresses won't be harvested and
used.
4. Cost-Effective E-marketing:
Tips from the Experts Direct
Marketing Association, May 15, 2002
Did you miss the net.marketing conference last month? Me too. But
here's a write-up of one of the panel discussions featuring folks
from Experian, DealTime, Inc. and Bluefly.com which was moderated by
Ken Magill of DM News and the no longer free-standing iMarketing
News. Good advice and ideas, and some stats by industry on delivery,
opt-outs, click-throughs and opens. If you're in the Catalog,
Retail, Financial or Publishing arena, which are included in the
chart, it's definitely worth a few moments of your time.
5. Stat Heaven:
2002 Email Marketing Benchmarking Study
e-Dialog, May 2002
Lots of good news to report--and statistics to compare your
initiatives against--in this 20-page overview of a survey of 300
e-mail marketers. For instance, over 70% of respondents are using
e-mail primarily to acquire new customers or deepen relationships
with existing customers-- only 18% are using it for a direct sale.
69% say their e-mail marketing has been like a roller coaster ride,
which should make us all feel a bit better about our successes and
failures in this area. And 66% agree that the list quality is the
primary determiner of success or failure. There's a lot more in
here--too much to include in this short paragraph. Download it and
take a look for yourself.
Closing
Thanks for reading! If you have a minute, drop me a line and let me
know which articles you found most useful. Our next issue will
arrive in your inbox on June 27. In the meantime, have a wonderful
Father's Day!
Jeanne
mailto:publisher@jenningsreport.com
LJ:HBD!
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The
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